Why LinkedIn is a must-have for your content marketing mix
It’s a huge sigh of relief to know that you don’t have to focus your content marketing efforts on every platform to generate web traffic.
With a tool like Storychief you can focus on the channel where your customers are. Easily distribute your content to other important channels. This makes it possible to turn your online presence wish into a thought leadership strategy.
Service-providers, coaches, consultants and smart business professionals recognize LinkedIn’s potential for generating leads. Few tap into all that potential to convert LinkedIn’s client base into leads and clients.
One of the biggest challenges facing B2B businesses is consistently finding high-quality leads – engage them – and converting a high percentage of them into clients.
Having an online presence and distributing valuable content to the right places to generate leads is on the wishlist of many companies.
In October last year, Schneider Electric was on a roll, they announced nearly double-digit growth across all their regions.
They were killing it, not least because they were delivering viable renewable energy solutions to companies worldwide. Is it Coincidence they were awarded second place for ‘best company page’ on LinkedIn?
It’s no secret that LinkedIn is fast becoming the go-to marketing channel for companies like Schneider. They recognize that LinkedIn offers a host of opportunities for generating leads and engaging B2B audiences.
It is very profitable to add LinkedIn to your content strategy mix – here are the reasons why:
1. 94% of B2B marketers use LinkedIn for content marketing
This is an impressive number, but not a surprising one. Given that people say LinkedIn is 3x as trustworthy for delivering worthwhile content, compared to other social platforms. Its professional tone and high volume of business users make it a wise choice for marketers looking to sell their services to other companies. That’s why nearly all B2B marketers already use the channel as part of their content marketing mix.
It’s the go-to platform for getting more eyeballs on the video and text content that informs and helps your target audience.
It is a fact 43% of the world’s internet users use social media—not just LinkedIn—for work purposes. While other platforms have their own advantages—as described in hootsuites complete list of social media statistics—LinkedIn is a context where people expect and seek out work-related content. Unlike other social channels, LinkedIn networks are not just ‘friends’ but potential customers and business partners.
That means your product or service isn’t competing with vacation photos, and the comments are less likely to spiral into a vicious argument.
2. 58% of LinkedIn users read an hour or more of thought leadership per week
One of the biggest fears marketers have is the question: “will people read my content?”. It’s understandable to be hesitant over publishing content on social media. But LinkedIn users are hungrily consuming content on a weekly basis. 58% read at least an hour of thought leadership per week, and some much more.
This is great news for companies who want to use their thought leadership to capture the attention of key players.
3. About 45% of all LinkedIn content readers are in upper-level positions (managers, VPs, Directors, C-level).
As a marketer or sales professional, you’re never guaranteed that your content is reaching the right audience. Often it gets lost in the ether. When your educational content does reach the right company and you got past the gatekeepers. You and your companies content are hopefully not stuck with middle management
Fortunately, LinkedIn’s user base is well populated by senior figures. What makes publishing content on LinkedIn even better for B2B marketing is the fact that most readers are high-level decision makers. Not only can you get your content boosted by using their platform, you can get it boosted and read by the people you want reading it.
91% of the upper-level decision makers stated that they use LinkedIn as their first choice for professional content. This means it has the potential to influence the boardroom of prospective clients from the get-go.
4. 50% of all B2B web traffic from social media comes from LinkedIn
Social media channels have multiplied in recent years, with Twitter, Facebook and LinkedIn joined by Snapchat, Instagram, TikTok and Tumblr, to name a few. Although this is will change Collectively, LinkedIn, Facebook & Twitter drive 90% of social traffic to B2B sites & blogs. It’s impressive then, that half of all B2B web visitors directed from social comes only from LinkedIn. This statistic secures LinkedIn’s place as a favourite social media channel for B2B content distribution.
5. 60% of business decision-makers said thought leadership and valuable content led them to buy
Businesses go to great lengths to urge decision-makers to buy from them, often spending large amounts of time and money generating thought leadership. The good news is that thought leadership content on LinkedIn actually works to convert prospects into clients. In a recent survey conducted by LinkedIn, 60% of decision-makers said that thought leadership persuaded them to award their business to an organization. That means all those hours don’t go to waste, especially if you use LinkedIn to share your valuable content with C-suite professionals.
Long-form content gets the most results on LinkedIn.
OkDork.com dug into viral LinkedIn posts to hunt for trends on what type of content performs the best. His findings are game-changing. As for the sweet spot when it comes to content length, you should be aiming for long-form but not too long-form. His results showed 1900 word articles got the most shares, so aiming for between 1700 & 2100 words should give your content a boost.
6. 59% of B2B marketers say LinkedIn generates leads for them
If you’re still unsure about LinkedIn for B2B marketing, take it from those seeing the results.
Users taking advantage of LinkedIn’s lead gen capabilities are reaping the benefits. And with 300 million companies using the platform, there’s plenty to go around.
It’s clear that LinkedIn has plenty to offer to service providing companies both in terms of building a following and acquiring new business.
When you want to turn your online presence wish into a thought leadership strategy and tap into the power of LinkedIn. Do not get stuck in channel choices and maintaining all the different loose tools. Otherwise, creating, devising, planning and distributing content can become a big hurdle.
Be aware that time is the biggest hidden cost here. When you want to get a firm grip on the hidden cost keep in mind that most time is consumed in arranging, planning, writing, and collaborating on your content strategy before you can distribute the content to all your desired channels.
Choose your channels and tools wisely and check out Storychief to support your content strategy and get your valuable content in front of the right decision makers.
If you’re looking to get more from your content marketing strategy and lead generating efforts, get in touch with us at Talking Zebra